Rohit Sharma’s hundred set up India’s win over Pakistan at Old Trafford in World Cup 2019. @AFP

As the Eoin Morgan-led England side beat New Zealand to win the ICC Cricket World Cup 2019, the 12th edition of the World Cup went on to register record-breaking numbers, in terms of the digital content delivered.

The World Cup, which was hosted by England and Wales, became one of the most watched sporting events, said ICC on Wednesday.

“The growth in consumption along with these record-breaking numbers demonstrate the power of cricket to bring together an enormous global audience,” said ICC Chief Executive Manu Sawhney.

“Relevant and engaging match and non-match day content ensured record-breaking levels of fan engagement across ICC digital platforms and social media channels. Video content across ICC digital platforms delivered over 3.6 billion views with a further 1 billion views coming via ICC’s official digital clips licensees,” said ICC in a media release.

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“The event also saw record numbers on Twitter and Instagram with a number of videos reaching more than 3 million views. The official ICC YouTube channel saw 2.3 billion minutes of tournament content viewed. Whilst on Facebook, there were over 1.2 billion minutes of content watched, over 10 billion impressions and over 68 million engagements,” added ICC.

While Virat Kohli urging fans not to boo Australia’s Steven Smith was one of the most watched videos on ICC Twitter, the India versus Pakistan clash at the Old Trafford was the most tweeted match, with 2.9 million tweets, making it the biggest ODI ever on Twitter.

The England versus New Zealand final was the second-most tweeted game while the India-New Zealand semifinal became the third-most tweeted match.

“On Social Media, 14 million new followers were added across ICC and CWC channels and over 22,000 pieces of content were posted through the event. The ICC social media channels garnered 481 million engagements across channels with Instagram providing over 60% of engagements. Three separate posts crossed over 1 million engagements out of which two were hugely popular bespoke picture graphics commissioned by the ICC,” said the cricket’s governing body.

“Fans want to be closer to the action and immersed in the sport. That means highlights, analysis, behind-the-scenes team, fan and player content, news, statistics – all of these and more are now the expectation, not the unique or the differentiation,” Aarti Dabas, ICC Head of Media Rights and Digital said.

“Throughout the ICC Men’s Cricket World Cup 2019, we have used insight to deliver a wide variety of content that brings more fans closer to the game. An outstanding planning process was complemented by an agile team during the event,” concluded Dabas.